Author: EconLearner

That’s the question users (referred to as “hosts”) on platforms like Airbnb and car-sharing company Turo face when deciding when to list their homes, vehicles and other items for rent.It is also a matter of interest Ahal Basabu, Kellogg business professor. Platforms like these are expected to increase revenue 335 billion dollars by 2025, so it is important to understand their dynamics. While previous research has mostly looked at how shoppers act on such platforms, Bassamboo and doctoral student Kellogg Neha Sharma were interested in the seller’s behavior: specifically, “if they report [their items] once they know they have availability…

But maintaining these partnerships is complicated and many don’t last, according to Karen Smilovichprofessor of Operations at the Kellogg School.In an era of cash-strapped schools, it’s important to understand what goes into a long-term partnership. “Public schools and others are facing budget constraints, so it’s important to think about … what makes their relationships with external partners more likely to survive,” he says. “A lot goes into whether these relationships succeed and endure.”In one previous studySmilowitz et al Samantha Kepler (then a PhD student working with Smilowitz) and Paul Leonardi of UC Santa Barbara interviewed principals, teachers and parents at…

But how should administrators adapt their roles to embrace ChatGPT?Kellogg’s Robert Bray has given much thought to the subject. Not that he had much of a choice. Just last year, he published a handbook for MBA students on how to use the popular programming language R. Then came ChatGPT. The powerful language model could handle the most difficult coding problems of its students. And while much about ChatGPT remained (and remains) uncertain, one thing was immediately clear: its long-awaited textbook—and the entire course it had designed around it—was now obsolete.So Bray regrouped and redesigned his course to incorporate ChatGPT. Along…

The perception that women pay a “pink tax” for products that are seemingly identical to those marketed to men has led to several new and proposed laws with the aim of ending price discrimination.But the legislation and the outcry assume that the so-called men’s and women’s products are, indeed, the same. New research reveals no significant price differences between comparable products aimed at women and men, he explains Anna Tuchman, professor of marketing at the Kellogg School. Co-authored the study with Sara Moscowari at the University of California at Berkeley and Natasha Batia Akrogoni Research.”Comparable” is the key word, Tuchman…

The revived bottle was sold in a vintage bottle and – as part of the launch – elite customers in New York were given the opportunity to drive past 1930s Prohibition landmarks in vintage cars. In a statement from Anheuser-Busch, the company that makes Budweiser, the company announced that the limited-edition product “gave beer lovers a chance to experience and taste history.”when Kent Grayson, associate professor of marketing at Kellogg, when he learned about the campaign, he immediately recognized that the company was appealing to customers’ desire for authenticity. That is, instead of appearing to respond to fickle consumer demands…

“When you look at consumer behavior, it’s like there’s a firewall between people’s behavior and the motivation behind it,” he says. Gina Fong”and you have to break that firewall.”To access this deeper understanding, Gina Fong interacts with customers in their natural environment: as they order coffee, choose their work clothes, and mop their floors. As a consumer anthropologist, Fong gains insights from these encounters that would never be visible on a spreadsheet.”There’s a saying in anthropology about making the unfamiliar familiar,” says Fong, clinical assistant professor of marketing at the Kellogg School and principal of Fong Insight, a marketing consulting…

But there is a rub. For individual donors, the benefits of sharing are much more limited. There is a risk that the sharer’s followers will do so think of them as braggarts or as someone who directs selfless acts for personal gain.Kellogg School Assistant Professor of Marketing Ike Silver he wondered if there was a way around this conundrum.In new research, Silver and co-researcher Deborah Small of Yale University found that when donors saw a message asking them to share their donation on their social media accounts to further the cause (rather than just sharing their donation), they increased clicks…

Journals, data leaks, or news stories that explain the comprehensive picture companies can create of a person’s Internet usage raise privacy alarms. But most people have shrugged and accepted the status quo in exchange for convenience.Soon, however, changes by businesses and governments will overturn the current system of tracking Internet users, he says Guy Aridorassistant professor of marketing at the Kellogg School, who studies competition and regulation issues in digital markets, focusing on the economic aspects of the collection and dissemination of consumer data. “From a consumer perspective, what this means going forward is that you’ll hopefully have more transparency…

The move, hailed as a victory for user privacy, ultimately cost major tech platforms billions of dollars.But when marketing professor Kellogg Anna Tuchman looked into the issue, found very few studies that showed the effect on businesses that advertised on these apps.In fact, no one had really quantified the value of user data—such as browsing activity and online purchases—that is tracked and shared across apps to help serve ads across many major advertising platforms. This type of data is called “off-site data” because it is used to target ads on a specific platform, but is generated outside of the platform.So…

The 2023 Kellogg Marketing Leadership Summitco-hosted by Kellogg, McKinsey & Company and Egon Zehnder, brought together marketing leaders in discussions focused on how they can build resilience for companies, teams and themselves in the face of radical changes in the industry. What are today’s marketing leaders facing — and what does that say about the industry at large?Kellogg Insight spoke with some of the hosts afterwards to reflect more broadly on the trends, challenges and opportunities of the current moment. Three main themes emerged.Marketing leaders continue to struggle with the influx of data available to their teams—and the changing skills…